Advertisement Insertion During Application Launch in Handheld, Mobile Display Devices

ABSTRACT

A time delay that occurs when an application is launched in a mobile handheld display device (MHDD), when the application or content is downloaded, before the MHDD is ready for the user to interact with it, wastes the user&#39;s time and, in an embodiment of the invention, this time delay constitutes an interval that is used to display targeted advertisements that are already stored on the MHDD, and that are rendered and displayed to the user on the screen while the user waits for completion of downloading of the application or content to the MHDD. An embodiment of the invention provides a micro-splicer that inserts alternate content for display on an MHDD, and renders and displays pre-stored advertisements during application launch time.

CROSS REFERENCE TO RELATED APPLICATIONS

This application is a continuation-in-part of U.S. patent application Ser. No. 11/828,204, entitled Micro-Splicer for Inserting Alternate Content to a Content Stream on a Handheld Device, filed Jul. 25, 2007, which in turn claims priority to U.S. provisional patent application Ser. No. 60/834,039, entitled Micro-Splicer in Mobile Device, filed Jul. 29, 2006, each of which is incorporated herein in its entirety by this reference thereto.

BACKGROUND OF THE INVENTION

1. Technical Field

The invention relates to insertion of content into multimedia streams. More specifically, the invention relates to the rendering of focused advertisements and alternate content for viewing by a target audience on a mobile handheld display device; and, more particularly, to the insertion of alternate content during a startup delay associated with application download and buffering, prior to program start, via wireless connection.

2. Description of the Background Art

The availability and growth of usage of handheld mobile display devices (MHDD), such as the personal digital assistant (PDA) and the cell phone, is revolutionizing digital multimedia content viewing ability and user experience. Alternate content, including advertisements to be viewed with any active content, is typically downloaded and stored in the MHDD for insertion into predefined advertisement spots (ad spots) during actual user viewing of content. The insertion of alternate content into an active content stream at a specified ad spot is effected by a micro-splicer instantiated on the MHDD. The content to be viewed is thus buffered on the MHDD before the user begins actual content viewing.

The MHDD is becoming a major contender for running normal application programs. Due to the lack of storage capability on the MHDD, typical application programs are downloaded onto the MHDD via a wireless connection at the time of use. The variable nature of the available bandwidth that connects the MHDD to the source or transmitter of the content/application necessitates the downloading and storing of programs in the local memory of the MHDD, and then running the content/application from the MHDD's local memory.

There is also a time delay associated with any application download. As noted above, the time it takes to download any program or content depends on the available bandwidth. This time is currently wasted time for the user, who has to wait idly for completion of program or content downloading.

It would be advantageous to provide a way for effectively using this wait time by providing content and/or alternate content from a targeted advertisement gateway to a user, where such content and/or alternate content is based on an advertising program, and on the characteristics of the user or a specific group of individuals.

It would be further advantageous if such a solution would allow for intelligent use of the available bandwidth of a multicast wireless broadcasting system to provide improved advertising campaign efficiency.

SUMMARY OF THE INVENTION

A time delay occurs when an application is launched in any mobile handheld display device (MHDD), while the application or content is being downloaded, and before the MHDD is ready for the user to interact with it. This time delay wastes the user's time, and is better used if targeted advertisements that are already stored on the MHDD can be rendered and displayed to the user on the screen while the user waits for completion of downloading of the application or content to the MHDD. An embodiment of the invention provides a micro-splicer that inserts alternate content for display on an MHDD, and renders and displays pre-stored advertisements during application launch time.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram showing entities involved in rendering and display of alternate content during available advertisement spots according to the invention;

FIG. 2 is flow diagram showing operation of a micro-splicer for alternate content during the download of an application program to an MHDD according to the invention; and

FIG. 3 is a flow diagram showing operation of the insertion and display of alternate content during program download according to the invention.

DETAILED DESCRIPTION OF THE INVENTION

A time delay occurs when an application is launched in any mobile handheld display device (MHDD), while the application or content is being downloaded, and before the MHDD is ready for the user to interact with it. This time delay wastes the user's time, and is better used if targeted advertisements that are already stored on the MHDD can be rendered and displayed to the user on the screen while the user waits for completion of downloading of the application or content to the MHDD. An embodiment of the invention provides a micro-splicer that inserts alternate content for display on an MHDD, and renders and displays pre-stored advertisements during application launch time.

An embodiment of the invention makes good use of the time that it takes to download an application program and/or content into the MHDD, which time is otherwise wasted, by inserting, rendering, and displaying to a user of the MHDD gateway content or focused advertisements that are pre-stored on the MHDD as alternate content. A micro-splicer is previously instantiated on the MHDD and provides for insertion of the alternate content into a content stream, thus enabling alternate content insertion into the MHDD's display buffer during program downloading. On completion of program downloading, when the application is ready for operation by the user, and after display of the alternate content is completed, the application is launched from the MHDD's program storage. The alternate content is intended for a target audience and can comprise targeted advertisements or alternate content that was previously downloaded and stored on the MHDD, prior to the initiation of the program download. The micro-splicer inserts the chosen alternate content or advertisements into the MHDD's display buffer and displays same to the user while the user is waiting for the application to launch.

More specifically, an embodiment of the invention provides a method and apparatus that inserts alternate digital content for rendering and display on MHDDs during application download. In one embodiment, the micro-splicer is used for rendering and display of digital content on the MHDD during program downloading time. Such digital content can include, for example, advertisements, preference-based content, banners, public announcements, emergency notifications, etc. A sensor component continuously looks for the end-of-file indication of an application program that is being downloaded, and provides this data regarding the end-of-file indication to the micro-splicer. The micro-splicer uses the program downloading time between the start of download, initiated by the user, and the end of the download, as shown by the end-of-file indication in the storage location, to render and display alternate content to a user of the MHDD from a local alternate content buffer memory. In one embodiment, the micro-splicer uses the otherwise wasted time during program download and launch on the MHDD, based upon meta-data previously supplied to the micro-splicer.

FIG. 1 is a block diagram showing the entities that participate in a micro-splicing operation in accordance with the U.S. patent application Ser. No. 11/828,204, entitled Micro-splicer for Inserting Alternate Content to a Content Stream on a Handheld device, and filed on 25 Jul. 2007, which application is incorporated herein in its entirety by this reference thereto. FIG. 1, however, is not limited to the previously known microsplicing operation and also shows a microsplicing operation in accordance with the invention herein, as discussed below. In FIG. 1, the main entity blocks of the micro-splicing architecture of a MHDD 100 comprise the alternate content scheduler 133 and the micro-splicer 113. The alternate content scheduler 133 receives alternate content and related metadata 180 over a broadcast or a unicast channel. The alternate content scheduler 133 helps to synchronize content switching on the MHDD by notifying the micro-splicer 113 of program download initiation and download status, as obtained from the status register 108 and the file download data store 134, 134A. The alternate content scheduler 133 also prepares appropriate locally-stored file content for decoding and pre-buffering pursuant to rendering such content on the MHDD.

The micro-splicer 113 acts as a thin pipe in the mobile media player 110 architecture. When a program is initiated, it can either be streamed to the MHDD from the Internet or launched from a program store in the MHDD. If, in the current example, the program streams 160 are received over the air, then the program is decrypted in the content description module 111 and fed into a local program buffer 134A, instead of to the content buffer 114, for display. During this process, the micro-splicer 113 provides alternate content from the alternate content store 180 to the content buffer 114 for display on the MHDD. When the program file download is complete, the program is transferred from the file download register 134 to the program store 134A. On receipt of file download completion and transfer status for the program file from the status register 108, the micro-splicer 113 stops any additional alternate content flow to the display buffer. On completion of the current alternate content insertion, the micro-splicer instructs the mobile media player 110 to check on the program implementation and to start rendering the program file from the program store 134A, as needed, to the display buffer 114. The micro-splicer 113, in tandem with the alternate content scheduler 133, makes the downloaded program stream active and displays the downloaded content, once the display of the alternate content is complete. Plug-ins are either previously installed in, or downloaded to, the media player and enabled as necessary.

When a mobile TV service is enabled for the MHDD, program streams flow via a broadcast channel into the MHDD. A mobile TV service library on the MHDD conveys the IP address and port of the device by which content is rendered to the MHDD. The micro-splicer 113 conveys program-stream metadata information to the alternate content scheduler library for channel or program specific alternate content insertion.

FIG. 2 is a flow diagram showing a micro-splicing architecture for alternate content insertion during initial program downloading time according to an embodiment of the invention. The alternate content scheduler 133 contains information regarding the program that is currently downloading to the MHDD. The alternate content scheduler fetches previously received, decoded, and stored metadata 95 concerning alternate content, such as pre-stored ads 104, that is to be inserted during program downloading. The metadata on the alternate content that is to be displayed is defined by currently running advertisement campaigns, and is delivered to the MHDD for storage on the MHDD. The alternate content can be, for example, programs, messages, or content from entities (sponsored media), such as advertisements to be rendered in the available time period during program download and for initiation as per an advertisement campaign policy.

The operation of the insertion and display of alternate content, using the apparatus as shown in FIG. 1, during program download is shown in FIG. 3 and is as follows:

-   -   The MHDD initiates a new program download (300).     -   The MHDD receives alternate content metadata, typically as the         initial part of the program download (310).     -   The received metadata is decrypted, decoded, and stored in the         alternate content scheduler 133 (320).     -   The file download status monitor 108 maintains status of the         file download, and provides status information to the alternate         content scheduler at the start of the program download (330).     -   The MHDD starts receiving a program file from the mobile video         provider (340).     -   The program file received is decrypted and stored in the         content/program buffer 90 (350).     -   The alternate content scheduler 133 receives the status on         downloading of the new program and instructs the micro-splicer         113 to load the alternate content into the display buffer 114 of         the MHDD for display on the display 130 of the MHDD (360).     -   The alternate content in the display buffer 114 is displayed on         the display 130 (370).     -   The file download status monitor 108 continues monitoring of the         status of the file download during the download process until         the end of the program download (380).     -   The alternate content scheduler 133 instructs the micro-splicer         113 to stop loading alternate content into the display buffer         (390) when it receives the download completion status from the         status monitor.     -   Once the current alternate content display is complete, the         micro-splicer 113 loads the application program into the display         buffer 144 to run the program, and to display the program on the         MHDD display 130 (400).     -   The micro-splicer 113 connects the program to the display buffer         memory to allow the user to interact with the program, thus         enabling program execution (410).

Although the invention is described herein with reference to the preferred embodiment, one skilled in the art will readily appreciate that other applications may be substituted for those set forth herein without departing from the spirit and scope of the present invention. Accordingly, the invention should only be limited by the Claims included below. 

1. An apparatus for synchronized insertion of alternate multimedia content into a mobile handheld display device (MHDD) for display to a user of said MHDD during downloading of a program to said MHDD, comprising: a micro-splicer adapted to render and display said alternate multimedia content on said MHDD; a buffer, in communication with said micro-splicer, and adapted to store said program after it is downloaded to said MHDD; a status register adapted to monitor status of said program download, program download completion, and program launch; and a scheduler, in communication with said micro-splicer, and adapted to switch said MHDD display between said alternate multimedia content and said program in response to said program download completion and program launch status information, said scheduler adapted to synchronize insertion of said alternate multimedia content with completion of said program launch; a storage to which said alternate multimedia content to be displayed during program downloading and prior to program launch is downloaded and saved on said MHDD; and said scheduler adapted to select alternate multimedia content to be displayed during program download and launch in response to metadata provided to said MHDD prior to said program launch.
 2. A method for synchronized insertion of alternate multimedia content into a mobile handheld display device (MHDD) for display to a user of said MHDD during downloading of a program to said MHDD, comprising the steps of: downloading said alternate multimedia content and storing said alternate multimedia content in an alternate content buffer in said MHDD prior to downloading said program to said MHDD; receiving metadata at said MHDD prior to downloading said program, said metadata comprising information on which alternate multimedia content is to be displayed on said MHDD during downloading of said program; decrypting, decoding, and saving said metadata on said MHDD in an alternate content scheduler; starting program downloading to said MHDD; decrypting, decoding, and storing said downloaded program on said MHDD in a program store; monitoring a start of said program downloading on said MHDD with a program download status register; informing said alternate content scheduler of a start of said program downloading with said status register; loading an MHDD display buffer with said stored said alternate multimedia content, based on said metadata; rendering and displaying said alternate multimedia content on said MHDD with a micro-splicer in response to instructions received by said micro-splicer from said alternate content scheduler; continuing to monitor program download status with said status register until program downloading is complete; informing said alternate content scheduler of program download completion with said status register; stopping said alternate content buffer from loading alternate multimedia content loading into said display buffer in response to instructions received by said alternate content buffer from said alternate content scheduler; and loading program content into said display buffer from said program store; initiating rendering and display of said program content on said MHDD with said micro-splicer.
 3. The method of claim 2, said micro-splicer performing the step of: initiating rendering and starting display of program content only after completion of rendering and display of a currently rendered and displayed alternate multimedia content.
 4. An architecture for alternate multimedia content insertion in a mobile handheld digital device (MHDD) during downloading and launching programs on said MHDD, comprising: a micro-splicer adapted for switching on said MHDD between display of said alternate multimedia content and downloaded program content; a status register for monitoring program download initiation, download status, and program launch; and an alternate content scheduler adapted to receive said alternate multimedia content and related metadata over any of a broadcast and a unicast channel, said alternate content scheduler adapted to synchronize content switching on said MHDD between display of said alternate multimedia content and said downloaded program content by notifying said micro-splicer of program download initiation and download status, as obtained from said status register.
 5. A method for insertion and display of alternate content in a mobile handheld digital device (MHDD) during program download, comprising the steps of: said MHDD initiating a program download; said MHDD receiving alternate content metadata; decrypting and decoding said received metadata and storing said decrypted and decoded metadata in an alternate content scheduler; a file download status monitor maintaining status of said program download, and providing status information to said alternate content scheduler at a start of a program download; said MHDD receiving a program file from a mobile video provider; decrypting said program file and storing said decrypted program file in a content/program buffer; said alternate content scheduler receiving status on downloading of said program file and instructing a micro-splicer to load said alternate content into a display buffer of the MHDD for display on a display of the MHDD; displaying said alternate content in said display buffer on said MHDD display; said file download status monitor continuing to monitor status of said program file download until an end of said program download; said alternate content scheduler instructing said micro-splicer to stop loading alternate content into said display buffer when it receives a download completion status from said status monitor; once said current alternate content display is complete, said micro-splicer loading said program into said display buffer to run said program, and to display said program on said MHDD display; and said micro-splicer connecting said program to said display buffer memory for a user to interact with said program, thus enabling program execution. 